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A Comparative Study of Consumer’s Gender Based Attitude towards Mobile Value Added Services in Jalandhar District Using Tri-Component Model

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  • Savdeep Vasudeva

    (Department of Business Management, DAV Institute of Engineering & Technology, Jalandhar, Punjab, India)

  • Gurdip Singh

    (Department of Engineering, Chandigarh Group of Colleges, Gharuan, Mohali, Punjab, India)

Abstract

Mobile value added services (MVAS) are different from the core services such as calling, text messaging and extend the usability of mobile phones. This study has been carried out with the purpose to make a comparative analysis of the genders in context of their awareness and attitude towards MVAS. As a part of theoretical framework, the Tri-component model of consumer behaviour has been used to measure the attitude of consumers based on cognitive, affective and conative components. This study uses both primary and secondary methods of data collection. The responses of the users have been presented and analysed through hypothesis testing. As per the findings of the study, males and females differ in awareness towards MVAS. Overall, the mobile phone users differ significantly in attitude towards value added services. However, this not true when genders in conjunction to their respective attitude components are taken into consideration.

Suggested Citation

  • Savdeep Vasudeva & Gurdip Singh, 2013. "A Comparative Study of Consumer’s Gender Based Attitude towards Mobile Value Added Services in Jalandhar District Using Tri-Component Model," International Journal of Online Marketing (IJOM), IGI Global, vol. 3(3), pages 18-36, July.
    • Handle: RePEc:igg:jom000:v:3:y:2013:i:3:p:18-36
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